Blogging and developing web content are both time-consuming and/or expensive. An engaged audience at the Rhode Island Hospitality Association’s Marketing Seminar took notes and asked a number of great questions.

I explained how to save time and money with clear strategies and tactics I used with clients to ensure Designated Editor is as effective and efficient as we can be to boost clients’ bottom line. I focused on FREE resources and tactics to generate content and boost visibility via Google and other Search Engines.

Along the way I threw in some anecdotes about negativity, such as how to respond to gripey Yelpers, for example. Take a look below and see what you missed at the Rhode Island Hospitality Association’s Marketing Summit.

Marketing can be an exciting career that covers a breadth of topics. But, sometimes marketing focuses on more somber matters, such as death and soliciting bequests from such life events. With appropriate knowledge, understanding, and language, marketing for bequests can be manageable and successful.

According to fundraising communications pro Tom Ahern, 90% of the United States population said they would put a gift to charity in their will, but only 10% do. Why the difference? Because no one solicits bequests, hence the striking gap in those who say they would give vs. those who do give.

How can marketers learn to communicate properly regarding such a serious matter to increase the amount of charitable giving in wills?

This presentation, “Marketing Bequests: The Delicate Art of Asking for That Final Gift” Ahern focuses on the topics of marketing and death, with a specific look at how nonprofits market bequests. Tact, understanding, and skill must be employed when one is required to market around such sensitive topics.

There’s vast room for growth in US legacy giving compared to UK, Canada, and Australia

A $20K bequest will grow to $368K in principle and $300K in grants over 50 years

The art of soliciting bequests, a serious topic in the realm of marketing, is one that must be addressed. Use Tom Ahern’s lessons to boost nonprofits and charitable giving. In this industry, always remember to keep your audience in mind and be sympathetic to the emotional weight of such a request.